40% of B2B marketers using AI saw sales and marketing performance improve

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 05, 2019, 4:49 PM UTC

A survey by Demandbase, Salesforce Pardot, and Demand Metric was conducted in December 2018 in the US with 276 B2B marketers.

Overall, 85% of participants surveyed were reported to be “planning, evaluating, implementing or using AI”. But only 18% of B2B marketers are currently using AI as part of their strategy.  

Of the areas marketers are looking to improve with AI tools, 67% want higher lead quality, 56% are looking for better engagement and 52% want to understand buyer intent better. Over 50% of those surveyed cited cost and lack of necessary skills as barriers to adoption. 

B2B marketers identified top of funnel applications for AI investment. Among these applications, 64% B2B marketers want to use AI to identify the right accounts or individuals for targeting, 54% are looking to improve reach and efficiency of their digital ads, and 46% of them want to better capture intent signals from accounts or individuals.

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